Founding words
In this rapidly changing era, one technology or one concept can trigger a huge change. In the trend of the times, we are either riding the wave or being carried forward, but in the end we will be involved in this trend.Rather than being passive, it is better to take the initiative.
2020 Overseas owned channels have officially awakened, and now is the window period. As one of the first domestic companies to explore the overseas owned channel model, SocialEpoch not only created an overall solution for global expansion social owned-channel marketing from scratch, but also opened up the entire overseas owned channel process for many cross-border companies, creating considerable owned channel growth data. In the process, new friends continued to join the team of owned channel global expansion.
Therefore, we decided to create a global expansion owned channel column, a small owned channel specially created for cross-border people. Contains various contents such as its underlying logic, conceptual interpretation, practical cases, industry information, etc.Literate about overseas owned channels, empower global expansion across borders, eliminate information errors, and achieve cross-border merchants.
This is the first publication, owned-channel expansion is looking for SocialEpoch!
owned-channel expansion column No. 1 · owned-channel expansion literacy
- What is a global expansion owned audience?
Owned audience, actually relative to public domain traffic, refers to the user group owned by the merchant that can be reached repeatedly at any time. For example, fans of the company's official account, personal friends on WeChat, and group friends in the community are all owned audiences. Then the same analogy applies to overseas owned channels, such as WhatsApp friends, group friends, etc.
Domestic owned channels are basically hosted by the social giant WeChat. Because of its huge number of users and high national popularity, it can be said that it is the right time and the right place for merchants to reach users through WeChat.
There is also "WeChat" overseas - WhatsApp,WhatsApp has 2.5 billion users worldwide, and this data is still growing. Therefore, it is a natural choice for cross-border merchants to accumulate owned channel users into WhatsApp.
- The essence of owned channel is low-cost and unlimited access
Because owned channel users are all "fish in the pond" of merchants, they can allUnlimited access anytime, anywhereThere is no need to carry out secondary drainage. These reusable user groups can be developed secondaryly to promote repurchase, increase customer unit price and stimulate referrals, reduce customer acquisition costs, increase ROI (return on investment), and help merchants find growth in the existing market.
- Why do global expansion owned-channel marketing
On the one hand, there are many benefits to being an owned channel, and cross-border merchants naturally cannot miss this new revenue growth point. The global expansion-owned channel can build the company's digital assets by accumulating users. The direct-to-user format can be coordinated with the DTC strategy. Its digital accumulation can also provide real and reliable data feedback for marketing and products, killing multiple birds with one stone.
On the other hand, cross-border e-commerce is facing many new challenges in 2021. Platform customer acquisition is already difficult. In addition, Amazon’s account suspension fines continue to flow, and the operation of a single platform is increasingly uncertain. Although the independent station model faces customers directly, it also needs to retain old user information to promote repurchase. Therefore, global expansion as an owned channel is imperative.
- At the end of this issue, have you learned about the nature and significance of owned-channel expansions?
- Next issue preview:The owned channel model of the domestic WeChat ecosystem is very mature, so how to obtain overseas owned audiences, how to operate them, and how to empower merchants to increase revenue?? Don’t worry, these contents will be provided for you in the next issue.
- Owned channel global expansion Find SocialEpoch. If you have more thoughts or questions about global expansion owned channel, please feel free to communicate with us.
